About the Client

Fruit of the Coop is a one-of-a-kind event space nestled on a 7-acre property just outside Sioux Falls, SD. Woman- and LGBTQ-owned, the business offers an eclectic mix of services—small outdoor gatherings, self-guided hiking trails, farm-to-table catering options, and on-site lodging through Airbnb, Hipcamp, and bed & breakfast accommodations. With a mission centered on community, sustainability, and joy, Fruit of the Coop is as much a place of peace as it is celebration. Every experience is personalized with thoughtful details, creating a warm, safe, and authentic environment for guests.

The Challenge

Stephanie, the owner, came to me looking for a full rebrand. Her previous visuals relied heavily on generic, web-based imagery that no longer captured the heart of her business. She wanted something that better reflected the care, intention, and individuality that define Fruit of the Coop. From business cards to egg carton labels, she needed a cohesive brand system that would feel just as inviting and unique as the space she’s created.

Our Solution

Although this direction was ultimately not the final path the client chose, I found this alternate concept worth developing further—both because of its charm and because of how personally connected I felt to the project as a fellow South Dakotan. This version leaned into a more playful and illustrative feel, with hand-drawn elements and bold, warm colors that reflected the “granola,” joyful spirit of the farm.

The logo suite featured organic, expressive forms and whimsical details, balanced with approachable fonts and patterns designed to bring energy and personality across touch points. From business cards to promotional print materials, every piece was designed with versatility in mind—keeping the brand authentic, welcoming, and full of heart.

While the final identity went in a different direction (and rightfully so—it was a beautiful fit for the client’s evolving vision), this concept remains one of my favorites for its creativity, warmth, and personal resonance.